Thinking outside the box: Canada’s 2 magazineMay 24, 2007
Neil Morton, editor-in-chief and associate publisher of 2 magazine (the one from up north and not the U.S.  magazine, click here to refresh your memory) expanded a little bit on what I wrote about their usage of ads on the cover flap. He expalined to me via e-mail their cover flap program. Here it goes, “Yes, we’re one of only (few) magazines to my knowledge doing this in North America. Advertisers have loved it; aside from CK on current cover, we’ve had RBC (Royal Bank of Canada), Lipton Tea and FujiFilm, and an insurance company next issue. We’re trying to think outside the box, offer advertisers more creative ways to engage readers in magazines. We also do product integration promotions in the mag, including a popular Couple Makeover each issue — and we’ve recently introduced a web TV version of that.” They are indeed thinking outside of the box.